Why has customer satisfaction for Singtel's prepaid Hi! Card declined by 10 points in recent NPS surveys?

Introduction

The recent 10-point decline in customer satisfaction for Singtel's prepaid Hi! Card, as measured by NPS surveys, is a critical issue that demands immediate attention. This analysis will systematically investigate potential root causes, validate hypotheses, and propose targeted solutions to address the satisfaction drop.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change in the product or service. Has there been any significant update to the Hi! Card offering in the past 3-6 months?

Why it matters: Recent changes often correlate with satisfaction shifts. Expected answer: Yes, there was a pricing structure change. Impact on approach: If confirmed, I'd focus on pricing-related hypotheses.

• Considering user segments, I'm wondering if this decline is uniform across all customer groups. Can you provide a breakdown of the NPS scores by user segments, such as age groups or usage patterns?

Why it matters: Identifying affected segments narrows the scope of investigation. Expected answer: The decline is more pronounced among younger users. Impact on approach: I'd prioritize hypotheses related to younger users' preferences and behaviors.

• Thinking about competitive landscape, has there been any major move by competitors recently? For instance, new entrants or significant promotions from existing players?

Why it matters: External factors could be driving customer perceptions. Expected answer: A new MVNO launched with aggressive pricing. Impact on approach: I'd consider market positioning and value proposition in my analysis.

• Regarding the NPS survey itself, have there been any changes to the survey methodology or sample size in the recent period?

Why it matters: Ensures the metric decline is real and not an artifact of measurement changes. Expected answer: No changes to the survey methodology. Impact on approach: Confirms the need to focus on actual customer experience factors.